隨著科技進步，汽車產業經歷了車聯網、自動駕駛、共享經濟和電動汽車等技術變革，交通行動服務（Mobility as a Service, MaaS）應運而生。MaaS的發展源於歐洲，並逐漸拓展至全球，旨在通過單一平台整合交通服務，為使用者提供無縫的出行體驗。在這一背景下，MaaS 不僅僅是傳統交通方式的替代品，更是一種全新的交通理念，它不僅改善人們的出行方式，更是革新了企業的商業模式。
本研究以和泰汽車在台灣的MaaS 轉型為案例，分析其如何利用傳統經銷商角色推動 MaaS 業務的發展；如何通過MaaS 收集第一方數據，實現數據貨幣化以達到多元獲利；以及如何利用MaaS業務反哺本業的發展。研究逐步解析和泰汽車從單一移動服務擴展至旅遊產業的過程，並探討其吸引合作夥伴以擴展營收來源的策略。同時，為了研究的完整性，本研究引入台灣另一家移動服務企業裕隆集團進行比較分析，以確認交通行動服務發展的關鍵要素。
研究發現，MaaS 的成功依賴於跨行業生態系統的協同合作，數據在這一過程中扮演著至關重要的角色。企業依賴數據與生態系內夥伴合作，以提升競爭力和市場價值。具體來說，和泰汽車通過整合多種交通服務獲取使用者數據資訊，不僅能夠優化內部資源配置、提升用戶體驗，還能夠通過精確的數據驅動決策，識別和捕捉市場機會，從而實現多元化的收入來源。本研究為 MaaS 和數據貨幣化領域提供了理論支持，並為企業轉型提供了實證資料和策略建議，幫助企業在競爭激烈的市場環境中實現可持續發展。

With the advancement of technology, the automotive industry has undergone significant transformations through C.A.S.E. (Connected, Autonomous, Shared & Service, and Electric), leading to the emergence of Mobility as a Service (MaaS). MaaS originated in Europe and has gradually expanded globally, aiming to integrate transportation services into a single platform to provide users with a seamless travel experience. In this context, MaaS is not merely an alternative to traditional transportation methods but a novel transportation concept that not only improves people's travel modes but also revolutionizes business models for enterprises.
This study takes the transformation of Hotai Motor in Taiwan towards MaaS as a case study. It analyzes how Hotai Motor leverages its traditional dealership role to promote MaaS business development, collects first-party data through MaaS to achieve data monetization and diversify profits, and uses MaaS to support the growth of its core business. The research systematically dissects the process of Hotai Motor expanding from a single mobility service to the tourism industry and explores its strategies for attracting partners to expand revenue streams. To ensure the comprehensiveness of the study, a comparative analysis with another Taiwanese mobility service company, Yulon Group, is conducted to identify the key factors in the development of mobility services.
The findings reveal that the success of MaaS depends on the collaborative efforts within a cross-industry ecosystem, with data playing a crucial role in this process. Companies rely on data and partnerships within the ecosystem to enhance their competitiveness and market value. Specifically, Hotai Motor integrates various transportation services to gather user data, which not only optimizes internal resource allocation and enhances user experience but also enables precise data-driven decisions to identify and capture market opportunities, leading to diversified revenue streams. This study provides theoretical support for the fields of MaaS and data monetization, and offers empirical data and strategic recommendations to help companies achieve sustainable development in a competitive market environment.

目錄
論文審定書 ....................................................................................................................... i
致謝 .................................................................................................................................. ii
中文摘要 ......................................................................................................................... iii
ABSTRACT .................................................................................................................... iv
第壹章 緒論 ...................................................................................................................... 1
第一節 研究背景 .......................................................................................................... 1
第二節 研究動機與目的 .............................................................................................. 3
第三節 研究流程 .......................................................................................................... 5
第貳章 文獻探討 .............................................................................................................. 6
第一節 交通行動服務模式 .......................................................................................... 6
第二節 生態系 ............................................................................................................ 11
第三節 數據貨幣化 .................................................................................................... 16
第四節 多元獲利模型 ................................................................................................ 24
第參章 研究方法 ............................................................................................................ 31
第一節 觀念性架構 .................................................................................................... 31
第二節 研究方法的說明 ............................................................................................ 32
第三節 研究方法的採用 ............................................................................................ 33
第肆章 研究結果 ............................................................................................................ 34
第一節 案例介紹 ........................................................................................................ 34
第二節 MaaS轉型策略分析 ...................................................................................... 39
第三節 生態系構建構 ................................................................................................ 48
第四節 數據貨幣化實踐 ............................................................................................ 52
第五節 多元獲利策略探討 ........................................................................................ 59
第六節 裕隆汽車MaaS生態系比較 ......................................................................... 64
第伍章 結論與建議 ........................................................................................................ 75
第一節 研究結論 ........................................................................................................ 75
第二節 研究貢獻與建議 ............................................................................................ 76
參考文獻 ......................................................................................................................... 80

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